Ghost buttons are transparent calls to action found on websites and apps. Their use reached its peak a few years ago, but can still be seen across a wide range of websites. They’re generally used more on websites that use a minimalist or flat design.
Cialdini breaks down influence into six persuasion principles. What’s the best way to persuade somebody when talking to them? You have to be confident, talk fast, and swear a little, among other things.
But what about persuading somebody without words—possible?
According to Econsultancy, up to 30% of ecommerce visitors use internal site search. Due to the increased level of purchase intent from searchers, they’re known to convert up to 5–6x higher than the average non–site search visitor.
Site searchers account for up to 14% of all revenue, and case studies have shown increased conversion rates of 43% from site search optimization.
Yet how many sites pay attention to site search? Too often, it gets ignored. This post walks you through opportunities to improve your internal site search.
If you’re Amazon or Apple—congratulations! You don’t have any credibility issues. Most of us aren’t so lucky. Almost all but the biggest of companies have an uphill credibility battle every time a new visitor lands on their site.
Best practices are starting points: If you have no data, start with these. They are not what you should end up with, but they’re often where optimization begins. That’s an important distinction.
This post applies Jakob Nielson’s 10 Usability Heuristics to B2B websites that focus on lead generation (as well as “high consideration” B2C sites that lack any transactional functionality).
Usability testing is one of the most effective ways to uncover issues that users have on your website or app. It works whether you’re a behemoth with millions of users or a startup that’s just left the proverbial garage.
The problem is that usability testing takes time—time to recruit participants, moderate and watch videos, and compile results.
Has your company’s customer retention rate increased, decreased, or maintained the status quo over the past five years?
Are you actively working on retention? Have you outlined and initiated a formal customer retention strategy?
Two percent is the average conversion rate for ecommerce sites. While every site is different—and you’ll benefit far more by focusing on your conversion rate—that’s where most sites are today.
But what if a 2% conversion rate isn’t enough to stay profitable?
If you’ve ever worked at an agency, you know the value of client education. Results aren’t persuasive if reports seem like a jumble of acronyms. Trend lines aren’t impressive if they track metrics that appear distant from business goals.
People make snap judgments. It takes only 1/10th of a second to form a first impression about a person. Websites are no different.